Launching a National Preconception Health Social Marketing Campaign

Transcription

1 Launching a National Preconception Health Social Marketing Campaign Elizabeth W. Mitchell, PhD November 28, 2012 National Center on Birth Defects and Developmental Disabilities Division of Birth Defects and Developmental Disabilities

2 Presentation Overview Why a Social Marketing Campaign? Development of the Show Your Love Campaign Market research Creative approach Audience segmentation Materials in development Implementation Phase 1 Evaluation Success metrics

3 Why A Social Marketing Campaign? In 2006, a U.S. Select Panel on Preconception Health empanelled a National Consumer Workgroup (CWG) Increase public awareness of the importance of preconception health behaviors and preconception care services Social marketing selected as vehicle for accomplishing this task Social marketing is an evidenced-based approach for developing appealing messages, strategies, and interventions to promote behavior change Consumer oriented identity for Preconception Health and Health Care (PCH & HC) Position PCH & HC (engaging, memorable) Umbrella brand that can be used by partners

4 Literature review ( ) Materials evaluation (2009) Market Research Completed Environmental scanning (2010) Partner assessments (2010 & 2011) Audience segmentation analyses (2009 & 2010)

5 Market Research Completed Literature review ( ) Materials evaluation (2009) Environmental scanning (2010) Partner assessments (2010 & 2011) Audience segmentation analyses (2009 & 2010) Focus groups (2010) Couple interviews (2010) Secondary data analysis (2011) Concept development and testing (2011) Adcept development and testing (2012) Social marketing plan developed (2012)

6 5 Ps Data Sources for Marketing Mix Product Price Promotion Literature review Materials evaluation Consumer workgroup input Literature review Materials evaluation Consumer workgroup input Literature review Materials evaluation Environmental scanning Consumer workgroup input Environmental scanning Formative research Concept/adcept testing Consumer workgroup input Environmental scanning Formative research Secondary data analysis Concept/adcept testing Partner assessment Audience segmentation analyses Formative research Secondary data analysis Place Literature review Environmental scanning Consumer workgroup input Partner assessment Audience segmentation analyses Formative research Secondary data analysis Partners Materials evaluation Environmental scanning Partner assessment Consumer workgroup input Formative research Secondary data analysis

7 Show Your Love Campaign

8 Show Your Love Campaign

9 Targeting women of childbearing age Show Your Love Campaign

10 Targeting women of childbearing age Creative Frame Show Your Love Campaign

11 Targeting women of childbearing age Creative Frame Show Your Love Campaign Women are nurturing, juggling many things and caring for others

12 Targeting women of childbearing age Creative Frame Show Your Love Campaign Women are nurturing, juggling many things and caring for others Women need to love themselves by taking care of their health

13 Targeting women of childbearing age Creative Frame Show Your Love Campaign Women are nurturing, juggling many things and caring for others Women need to love themselves by taking care of their health Good health can help a woman achieve her goals and dreams

14 Targeting women of childbearing age Creative Frame Show Your Love Campaign Women are nurturing, juggling many things and caring for others Women need to love themselves by taking care of their health Good health can help a woman achieve her goals and dreams Women who want to be pregnant can show their love to their baby now by taking care of their health

15 Segmentation by Pregnancy Intentions

16 Segmentation by Pregnancy Intentions

17 Segmentation by Pregnancy Intentions Women who wish to have a child in the next 1-2 years

18 Segmentation by Pregnancy Intentions Women who wish to have a child in the next 1-2 years Short term communication goals

19 Segmentation by Pregnancy Intentions Women who wish to have a child in the next 1-2 years Short term communication goals Increase awareness of PCH term and behaviors

20 Segmentation by Pregnancy Intentions Women who wish to have a child in the next 1-2 years Short term communication goals Increase awareness of PCH term and behaviors Increase awareness that there is a preconception time period

21 Segmentation by Pregnancy Intentions Women who wish to have a child in the next 1-2 years Short term communication goals Increase awareness of PCH term and behaviors Increase awareness that there is a preconception time period And importance of planning

22 Segmentation by Pregnancy Intentions Women who wish to have a child in the next 1-2 years Short term communication goals Increase awareness of PCH term and behaviors Increase awareness that there is a preconception time period And importance of planning Increase awareness that what women do before they get pregnant can affect the health of their baby

23 Segmentation by Pregnancy Intentions

24 Segmentation by Pregnancy Intentions

25 Segmentation by Pregnancy Intentions Women who do not wish to have a child in the next 1-2 years

26 Segmentation by Pregnancy Intentions Women who do not wish to have a child in the next 1-2 years Short term communication goals

27 Segmentation by Pregnancy Intentions Women who do not wish to have a child in the next 1-2 years Short term communication goals Increase awareness about being healthy

28 Segmentation by Pregnancy Intentions Women who do not wish to have a child in the next 1-2 years Short term communication goals Increase awareness about being healthy Setting goals, make a plan

29 Segmentation by Pregnancy Intentions Women who do not wish to have a child in the next 1-2 years Short term communication goals Increase awareness about being healthy Setting goals, make a plan Increase awareness about contraception

30 Segmentation by Pregnancy Intentions Women who do not wish to have a child in the next 1-2 years Short term communication goals Increase awareness about being healthy Setting goals, make a plan Increase awareness about contraception Increase awareness about where to obtain information about women s health

31 Segmentation by Pregnancy Intentions Women who do not wish to have a child in the next 1-2 years Short term communication goals Increase awareness about being healthy Setting goals, make a plan Increase awareness about contraception Increase awareness about where to obtain information about women s health Segmentation based on

32 Segmentation by Pregnancy Intentions Women who do not wish to have a child in the next 1-2 years Short term communication goals Increase awareness about being healthy Setting goals, make a plan Increase awareness about contraception Increase awareness about where to obtain information about women s health Segmentation based on Desire to make concepts and messages relevant

33 Segmentation by Pregnancy Intentions Women who do not wish to have a child in the next 1-2 years Short term communication goals Increase awareness about being healthy Setting goals, make a plan Increase awareness about contraception Increase awareness about where to obtain information about women s health Segmentation based on Desire to make concepts and messages relevant Desire to reach the audience

34 Show Your Love Campaign

35 Phase 1- Pilot Campaign Show Your Love Campaign Implementation across and through partners

36 Show Your Love Campaign Development: January December 2012 Materials under development include: posters, TV PSAs, educational video, web banner ads, radio scripts, image library, consumer checklists, social media buttons, campaign logo.

37 Show Your Love Campaign Development: January December 2012 Materials under development include: posters, TV PSAs, educational video, web banner ads, radio scripts, image library, consumer checklists, social media buttons, campaign logo. Campaign Development

38 Show Your Love Campaign Development: January December 2012 Materials under development include: posters, TV PSAs, educational video, web banner ads, radio scripts, image library, consumer checklists, social media buttons, campaign logo. Campaign Development

39 Photo Library

40 Logos

41 Show Your Love Campaign Implementation: January December 2013 Kicking off Valentine s Day/week 2013 Campaign Development

42 Show Your Love Campaign Implementation: January December 2013 Kicking off Valentine s Day/week 2013 Campaign Development Campaign Implementation

43 Show Your Love Campaign Implementation: January December 2013 Kicking off Valentine s Day/week 2013 Campaign Development Campaign Implementation

44 Show Your Love Campaign Evaluation: January June 2014 Process evaluation Campaign Development Campaign Implementation

45 Show Your Love Campaign Evaluation: January June 2014 Process evaluation Campaign Development Campaign Implementation Campaign Evaluation

46 Show Your Love Campaign Evaluation: January June 2014 Process evaluation Campaign Development Campaign Implementation Campaign Evaluation

47

48 What Does Success Look Like?

49 What Does Success Look Like? Success metrics created for development, implementation and dissemination activities

50 What Does Success Look Like? Success metrics created for development, implementation and dissemination activities For campaign development activities:

51 What Does Success Look Like? Success metrics created for development, implementation and dissemination activities For campaign development activities: A social marketing plan developed and disseminated

52 What Does Success Look Like? Success metrics created for development, implementation and dissemination activities For campaign development activities: A social marketing plan developed and disseminated CWG organizations developed dissemination and partnership plans

53 What Does Success Look Like? Success metrics created for development, implementation and dissemination activities For campaign development activities: A social marketing plan developed and disseminated CWG organizations developed dissemination and partnership plans A campaign brand was developed with rules about usage

54 What Does Success Look Like? Success metrics created for development, implementation and dissemination activities For campaign development activities: A social marketing plan developed and disseminated CWG organizations developed dissemination and partnership plans A campaign brand was developed with rules about usage A variety of campaign products were developed

55 What Does Success Look Like? Success metrics created for development, implementation and dissemination activities For campaign development activities: A social marketing plan developed and disseminated CWG organizations developed dissemination and partnership plans A campaign brand was developed with rules about usage A variety of campaign products were developed An evaluation plan developed for Phase 1

56 Success Metrics

57 Success Metrics For campaign implementation and dissemination activities:

58 Success Metrics For campaign implementation and dissemination activities:

59 Success Metrics For campaign implementation and dissemination activities: Dissemination of campaign messages occurred through multiple electronic channels

60 Success Metrics For campaign implementation and dissemination activities: Dissemination of campaign messages occurred through multiple electronic channels CWG organizations disseminated campaign products

61 Success Metrics For campaign implementation and dissemination activities: Dissemination of campaign messages occurred through multiple electronic channels CWG organizations disseminated campaign products Perceived effectiveness is gauged for messages and products for participating organizations

62 Success Metrics For campaign implementation and dissemination activities: Dissemination of campaign messages occurred through multiple electronic channels CWG organizations disseminated campaign products Perceived effectiveness is gauged for messages and products for participating organizations The campaign reach is quantified for the number and products used, and how they are disseminated

63 Success Metrics For campaign implementation and dissemination activities: Dissemination of campaign messages occurred through multiple electronic channels CWG organizations disseminated campaign products Perceived effectiveness is gauged for messages and products for participating organizations The campaign reach is quantified for the number and products used, and how they are disseminated Recommendations are developed for Phase 2 implementation

64 Thank you

65 Thank you

66 Thank you

67 Thank you

68 Thank you

69 Thank you For more information please contact Centers for Disease Control and Prevention 1600 Clifton Road NE, Atlanta, GA Telephone, CDC-INFO ( )/TTY: Web: The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention. National Center on Birth Defects and Developmental Disabilities Division of Birth Defects and Developmental Disabilities

70 Project team Consumer Workgroup Thank You Project Team CDC : Denise Levis, MA, PhD, Denise Boggs RTI : Linda Squiers, PhD; Megan Lewis, PhD; Molly Lynch, MPH; Karen Isenberg, MPH; Rebecca Munch, Katherine Cullen, MA, Julia Kish-Doto, PhD AIR : Lori Agin, Mark Cohen, Lynda Bardfield, Jon Stapp, Tom Hrabal, Martha Mater, Margarita Hurtado, PhD, Tamika Owens, Allison Fratto